LOS ANGELES — Contemporary women's label Ella Moss is expecting a new addition to its family.
Little Ella, targeted at two- to seven-year-olds, arrives in stores this fall after the spring launch of the Little Ella tween line, for girls age seven to 14.
"We decided to launch to fill a new need in the market," said Pamella Proetzel, designer of Ella Moss and Little Ella. "I have a lot of friends who are new mothers who wanted something fun and girly but fashionable as well."
Distilling Ella Moss' signature whimsy into five groups, Proetzel created an 18-piece collection that has style cred.
"We like to take a lot of Ella Moss' little elements like lace details and striping and tailor it down to cute shapes for little girls," Proetzel said.
The collection features an array of mini Ella Moss styles such as floaty soft tops, tunic hoodies and dresses in broad horizontal sherbet and jewel-toned stripes, taking a cue from Ella Moss' signature striped Laurel styles. Little Ella's Stardust Lace group, such as a gossamer Empire-waist dress in creamy diamond-patterned lace, similarly replicates stylings from the adult line. Floral prints explode on bohemian buttercup print blouses and dresses, while the Coco collection concentrates on A-line dresses, princess sleeves and bold candy colors.
"It's fun, it's bright, it's playful," affirmed Proetzel. "We've kept the same soft, cozy quality that Ella Moss has and brought it to the children's market."
Wholesaling from $19 to $33, Little Ella will be sold nationwide at Barneys New York, Lesters and Kidville in New York, Ron Robinson at Fred Segal, Lisa Klein Kids and Blue Bee Kids here. First-year wholesale volume is estimated at $2 million.
Mo Industries, based here, is the brainchild of law school graduate Moise Emquies. The company was founded in 1992 with the launch of Leopold, a contemporary line designed by Proetzel. Upon the closing of that line nine years later, Emquies developed Splendid, a casual contemporary collection, in 2002. Since the launch, the brand has grown to incorporate a men's line, Splendid Mills, and baby collection, Splendid Littles, in 2005. Proetzel took the design helm of Emquies' second venture, Ella Moss, also launched in 2002, overseeing the addition of two new lines in 2007, Ella Moss Girl and Ella Moss Black Label.
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye